what is new mediaWord下载.docx
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what is new mediaWord下载.docx
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[Iearlierthisweekwrotethat:
TheradicalchangesthenewspaperindustryneedstoimplementarisefromamoretrueunderstandingbythatindustryofwhynewspaperreadershipbegandecliningwellbeforetheInternetwasopenedtothepublic;
aboutwhyonebillionpeopleworldwidehavegoneontotheInternetafteritwasopenedtothepublic(theydidn'
tdoittoreadtraditionalmediaoncomputerscreens),andaboutwhyallthatplusthemisnamedandillusionary'
fracturing'
ofmediaaudiencesrequiressemanticsolutions.
AttherootofthatproblemisamisunderstandingaboutwhattheNewMediumactuallyis;
amisunderstandingbyalmostallcompaniesthatbroadcastprogramsorthatpublishnewspapersormagazines.
I'
velongbeenreluctanttoexplainthismisunderstandingonlybecauseI'
llneedalongposttoexplainit.Thisisthatpost,anewversionofmy1998essayWhatisNewMedia?
(whichiscurrentlybeingtaughtinthejournalism,film,technology,andgamedesigncoursesatseveraluniversitiesinNorthAmericaandEurope).It'
s3,200-wordslong,butIconsideritthemostimportantthingIhaveeverwrittenexceptfortheoriginalessay.IneedtohavethisnewversiononlinebecauseIplantorefertoitinfuturepostings,specificallythoseaboutwhatradicalchangesthatmediacompaniesneedtoimplement.]
Misunderstanding'
Anewspaperisn'
tamedium,norarenewspapersmedia.Magazinesaren'
tmedianorisamagazineamedium.Televisionisn'
tamediumnorisradionorareradioortelevisionstationsmedia.Awebsiteisn'
tamediumnoristheInternetmedia.
CompaniesthatbroadcastprogramsorthatpublishnewspapersormagazinesarehavingproblemsunderstandingandadaptingtowhyandhowonebillionconsumersarenowusingInternet-basedtechnologiestoreceivenews,information,andentertainment.
Thosecompanieshavetheproblemssimplybecausetheymisunderstandthemeaningofmediaormedium.Itisthatstarklysimple.Theirmisunderstandingoftheseterms--notthenewtechnologiesthatconsumersuse--istherootofthecompanies'
problems.
Asktheirexecutivesiftheyworkinthe'
MassMedia'
(theMassMedium)andtheywillbecorrectiftheyreplyyes.Butalmostallwilltakethatastepfurther—amisstep—andsaythattheirbroadcast,newspaper,ormagazineisamedium.
Rhetoriciansandcognitivelinguistsrefertothatextrastepasmetonymy:
theuseofawell-understoodoreasy-to-perceivecharacteristicofsomethingtostandforeitheramuchmorecomplexwholeorforsomeaspectorpartofit.(AnotherexampleofmetonymyisuseofthenameHollywoodtodescribetheentirefilmindustryworldwide)
BroadcastandpublishingexecutivesmistakeMassMediaasacatchallphraseforallpossiblemedia,asifnoothermediumcanexistexceptasaMassMedium.Moreover,theyextendthismistakenmeaningofmediumtocovertheirownbroadcastsorpublications.
Soentrenchedhasthecontemporarymisunderstandingofthetermsmediaandmediumbecomethatthemistakelimitstheabilitiesofmostpublishingorbroadcastingexecutivestocomprehendwhatexactlyisamediumorthemediainwhichtheywork.
So,whataremedia,whatisamedium?
llanswer,explainhowonlythreemediaexistandhowpreviouslyjusttwodid,anddefinetheNewMedium('
).Butlet'
sfirsttakeamomenttolookathowtoday'
scolloquialmeaningofmediaormediumisarelativelyrecentmistake.
Ifyouweretoaskapersonintheyear1506,1606,1706,1806,or1906,mediumtheyusedfortheirnews,theywouldn'
tunderstandwhatyouasked.Theysimplywouldn'
tcomprehendyouruseofthewordmedium.(Indeed,ifyouhadaskedanyonein1506,1606,or1706whatmediumtheyusedtogettheirnews,theymightthinkyouwereaccusingthemofusingawitchtotellthemaboutcurrentevents--aseriouscrimebackthen!
)
AccordingtotheOxfordEnglishDictionary,thecolloquialmeaningofmediumisalatecomertothepublishingindustry.Itdatesonlyfromaround1880—aquartermillenniumafterpublicationofthefirstdailynewspapersand150yearsafterpublicationofthefirstmagazines:
Medium('
mi:
diem),sb.anda.Pl.Mediia,-iums.[a.L.Medium,neuterofmediusmiddle,cogn.WithMIDa.]A.sb5.a.Anintermediateagency,means,instrumentorchannel.Also,intermediation,instrumentality:
inphrasebyorthroughthemediumof.spec.ofnewspapers,radio,television,etc.Asvehiclesofmasscommunication.Alsoattrib.Andinpl.(seeMEDIA)1880CoachBuilders'
ArtJrnl.I.63:
'
ConsideringyourJournaloneofthebestpossiblemediumsforsuchascheme.'
Thecolloquialpluralmediaisevenmorealatecomer.TheOEDsaysitdatesfromonlyafewyearsafterriseofthefirstcommercialradiostationsandisatermborrowedfromtheadvertisingindustry:
Media('
dia),sb.pl.[Pl.FMEDIUMsb.,prob.Aftermassmedia.]Newspapers,radio,television,etc.,collectively,asvehiclesofmasscommunication.Freq.attrib.orasadj.Alsoerron.Assing.insamesense.1923[seemassmedium].
Massmedium(,maes'
diem).[f.MASSsb.+MEDIUMsb.]Amediumofcommunications(suchasradio,television,newspapers,etc.)thatreachesalargenumberofpeople;
usu.Inpl.massmedia.
1923S.M.FECHHEIMERinN.T.PraiggAdvertising&
Sellingv.238(title)Classappealinmassmedia.Ibid.Theseveralmillionreadersofabigmassmedium.G.SNOWinIbid.240'
Massmediarepresentsthemosteconomicalwayofgettingthestoryoverthenewandwidermarketintheleasttime.'
mnotplayingsemanticshere.WhenIstatethatthepublishingandbroadcastingindustries'
colloquialusagesofthetermsmediumandmediaarewrong,I'
mnottryingtodefinenewmeaningsforthoseterms.Instead,I'
mreturningtothepreviousmeaningsthatthosetermshadhadformillennia(priortotheAdvertisingIndustrycoiningthecurrentcolloquialismin1923).ThatisthekeytounderstandingwhatistheNewMediumor,evenforthatmatter,whatistheMassMedium.
DiscardPreconceptionsandtheMisunderstanding
ThereisasayingaboutEinstein'
sTheoryofRelativity:
thatwhatmakesitdifficultforsomepeopletocomprehendisitssimplicity.Thatyoudon'
tneedtoacquiremoreinformationtounderstandit,butthatyoumustinsteaddiscardpreconceivednotionsthatblockyourunderstand.ThereisasimilarsayingaboutQuantumTheory.
UnderstandingtheNewMediumislikethat,too.
TounderstandtheNewMedium,discardthecolloquialmeaningsofmediumandmedia.Don'
tconfuseaMediumforitsVehicles.Whatmostpeopletodaythinkaremediaareactuallyvehicleswithinamedium.
tamediumnorisradionorareradioortelevisionstationsmedia.
Likewise,apersonalcomputerconnectedtotheInternetisn'
tamediumandthemillionsofcomputersconnectedtotheInternetaren'
tmedia.Neitherisawebsiteamediumnorarewebsitesmedia.TheWorldWideWebisn'
tamediumnorise-mailamediumnoristheInternetitselfamediumormedia.
Newspapers,magazines,television,radio,telephones,billboards,personalcomputers,theInternet,theWorldWideWeb,ande-mailallarevehiclesforconveyinginformationwithinamediumormedia.Thesevehiclesaren'
tthemediaoramediuminwhichtheyoperate.
Tounderstandthedifferencebetweenavehicleandamediumforinformationorcommunication,youmerelyneedtocomprehendhowthetermsmedium,media,andvehiclesarecorrectlyusedwhendiscussingtransportation.
Althoughtherearenumeroustypesofvehicles,onlythreetransportationmediaexist:
Landwastheaboriginaltransportationmedium;
itwasthefirsttransportationmedium.Humanshavewalkedonitsincetimeimmemorial.Westilldo.Butwe'
vealsobuiltvehiclestohelpconveyusinthismedium:
carts,chariots,carriages,bicycles,trains,automobiles,trucksandlorries,etc.
Wateristhesecondtransportationmedium.Human’susageofitasatransportationmediumisalmostasoldashumanity'
suseofland,datingfromwheneverthefirsthumanattemptedtorideafloatinglogortoswimacrossastream,river,orlake.We'
vesincecreatedvehiclestoconveyuseinthismedium:
rafts,canoes,barges,sailboats,ships,submarines,etc.
BeforeIlistthethirdtransportationmedium,pleasenotesomecharacteristicsofthesetwotraditionaltransportationmedia,becauseyou'
llfindthatthesecharacteristicshaveanaloguesininformationalorcommunicationalmedia:
∙Notefirstthathumans'
usageofthosetwoancienttransportationmediapredatetechnology.Technologyhasmerelyextendedourspeedandcarryingcapacitiesinthesemedia.
∙Alsonotethathumanity'
susesofthesetwomediaaren'
tnecessarilydependentupontechnology.Mostofuscanwalkandswimwithoutusinganytechnology.
∙Andnotethateachofthevehiclesforthesemediaislimitedbyitsmedium.Trainsdon'
toperateonwaternordosteamshipsoperateonland.Indeed,landandwaterhavemutuallyexclusivecharacteristicsasmediaandreaches.Mutuallyexclusiveadvantagesanddisadvantages.Thiswillbecomeanimportantpointwhenwebridge—nopunintended—thisanalogytowardsinformationalandcommunicationalmedia
Formanymillennia,anyonewhoneededtransportationfacedachoiceofusingeitheroneofthesetwotransportationmedia.Hischoicewouldhavebeenbaseduponwherethatmediumreachedoritscarryingcapacity.
Forexamples,watervehicleshavealmostglobalreachbutnottolandlockedplaces.Mostwatervehiclesalsohavemuchgreatercarryingcapacitiesth
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